Social Networking: Past, Present & Future

Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com

Where Did Social Networking Start?

In our debates we tend to focus too much on technology

It’s about shared experiences & we’ve replicated this online

It’s about meeting people & communicated with those we know

Online social networks mirror offline lives

It’s about the 6 C’s
C ommunications
C onnectedness
C ommon Experience
C ontent
C ommerce
C ool Experiences (ok, entertainment ;-)

It’s why Becomes

Pre Internet had social networks

Anyone around then will know what one of these was

AOL bridges gap between pre-Internet & Internet

People advertised “AOL Keywords” not websites AOL Keyword: Swordfish

Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)

And “groups” have been around for ages
Mothers’ clubs
Church groups
Education

Social networks have been around for a long time.
Usability is better.
3 rd -party platforms.
More people are connected.
But same old shit.

And then spam-based social networks began

Mostly for professional use / older demo

And it was really about extending your network

Web 2.0 was born and we evolved online social expression

Web 2.0 was born - social contribution Blogging Photos Video

Web 2.0 went social - skewed back to youth

Facebook launched. Was exclusive
Teenage
Middle America
Scantily Dressed
Design chaos
Ads galore
Not verified
Up market
University
Exclusive
Urban elite
Clean
Ad free
Verified

It started as .edu

And they captured the tech elite

They each captured 100m users, who increasingly wanted to share photos / video

MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers

And this guy (22) Schooled this guy (75)

He understood software business was different than media business

Within a SINGLE YEAR the game was over

And Facebook went mainstream

And then some !!!

And we’re back to advertising non-web pages Brands are spending big & abandoning web pages

Social networking then went “open”
Asymmetric
Public

Twitter really is a totally new concept
Marketing channel
RSS reader
Instant messaging
Chat Room
Data mine
Customer service Dept

And perhaps “open” went a bit too far Social Spending

I think we all know that social is going mobile

And people are building platforms to enable this Business Logic Mapping Layer Points of Interest

OK, OK But Where are Things Headed Next?

1. Social Graph Becomes Portable

2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating

2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating “ I’m coming home for Thanksgiving” “ Check out how wasted we were ;-)” “ Why did you choose MongoDB?” “ I can’t believe we’re working again this weekend  ” “ I love The Decemberists, too!” “ I’m looking for a role as a Director”

It’s ridiculous that these are all combined today

Example: Quora

Example: HackerNews

3. Privacy becomes a bigger concern 3 rd Party App Pictures of your Kids Personal Info Date of Birth You Your Friend

3. Privacy becomes a bigger concern 3 rd Party Apps Can Access @ messages DMs (private) Tweets

4. Social Networking Becoming Pervasive

So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this

5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter / Facebook Chat

5. But Also Bring Social “Features” like sharing

6. Social Networking Will Split into Layers Business Logic EC2 S3 Mgmt Tools Mapping Layers Network Layers Social Graph / Features Open Source Data Totally New Opportunities

7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt / Authority Social Marketing

Fuck “Check Ins & Badges” Skate Where the Puck is Going

The definition of social networking will cease to exist in the way that we seldom think about Internet companies

And for those who wonder if Facebook now IS the Internet, remember ….

Plus ça change April 2000 May 2007 Jan 1998

It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate

Social Networking Past, Present, Future Thank you

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Social Networking: Past, Present & Future

by msuster on Nov 27, 2010

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